In responding to Brand Architecture briefs BB&A explores multiple channels of inquiry prior to creating a customized recommendation. Our approach includes, but is not be limited to:
- Looking from outside in: What other brands’ practices tell us about a potential architecture
- Looking from inside out: What consumer insight tells us about potential brand architecture
- What “boundaries” the brand can stretch to based on existing equity, scope for stretch etc.
- Business-scope widening questions, such as Ted Levitt's famous, “What business are you really in?”
Through our interest and work on the subject we see essentially 4 architecture models.
BRANDED HOUSE
All sub-brands use the same master brand and are separated by their category descriptors.
HYBRID BRANDS
Combine Branded House & House of Brands. There's a flagship brand + a portfolio of brands
Read more about our views on Brand Architecture
HOUSE OF BRANDS
Independent brands which often compete with each other held by a single category/company.
ENDORSED BRANDS
A brand and/or holding company endorses sub-brands, each with an independent positioning